The use of social media as a business networking tool among SME's.

      Аннотация: One major contribution to entrepreneurship in the past decade is the introduction of social media, which has changed the way in which businesses are operated. This study aimed at establishing how female-owned Small Micro and Medium Enterprises (SMMEs) in the fashion retail sector in Cape Town use social media for both business and social networking purposes. The study used a qualitative research design where data were collected through semi-structured interviews and unobtrusive methods. These techniques were preferred because they allowed for an in-depth understanding of social media networking strategies. Social media contributes towards enhancing the existing business networks and the networking activities of the female entrepreneurs; with both weak and strong ties playing a vital role towards cementing these connections.

Ключевые слова: Businesses, fashion retail, Female Entrepreneurs, Networking, Social Media